• Lindi Engelbrecht

Continuous Candidate Engagement

Continuous Candidate Engagement (CCE)

Improving the candidate journey is an ongoing priority for HR and TA (Talent Acquisition) Leaders. Process improvement is important, but what candidates are telling us: what they really want is more communication. The latest Talent Board research suggests that job seekers rated their candidate experience higher when there was open, transparent and two-way communication (including feedback) between them and the employer throughout their candidate journey.

A DIGGER Survey recently found when job seekers have a bad candidate experience 42% of them would never apply to that company again, and 22% said they would recommend other candidates not to work at that company. With competition for talent tougher than ever, candidate engagement matters.

The model of the past, which was built on administrative efficiency, recruiter-centered

processes and transactional relationships, no longer applies.

To access, attract and retain the best talent—whoever they are, wherever they are—you must put the candidate at the center of the journey.

Experience vs. Engagement:

What’s the Difference?

Candidate ‘experience’ and candidate ‘engagement’ are not one and the same. To improve the recruiting process, you need to understand the meaning of each and where you can—and can’t—make an impact.

Candidate Engagement is about a series of interactions you have with a candidate. You can determine what that engagement looks like. ‘Engagement’ is within your control.

Candidate Experience is about how a candidate feels about those interactions and the impression they have about your brand. ‘Experience’ is not in your control. In other words, you can’t deliver a candidate experience.

You can only deliver continuous engagement that influences the candidate’s impression of your company.

But how do you do it right?

1. Mapping the Candidate Journey. The candidate journey map works as a visual reference point to use for content creation or for improving your candidate experience from an operational standpoint.

Mapping out your target candidate’s journey and thinking through what their experience looks like can give you a better understanding of what questions, concerns or even barriers they may have throughout your organization’s hiring process – and how you might create content or which platform to adopt, to address those needs and drive them to action.

2. Hire with purpose by leading with your brand. Your Talent (employer) brand, is the first touchpoint of the candidate journey, when the initial discomfort and willingness-to-change is experienced by a candidate. In a previous eBook : Branding 101 - we have explored strategies to create a more authentic and transparent employer brand, for more personalised and responsive communication, and for winning at talent attraction.

3. Leverage technology for better continuous candidate engagement. By automating routine recruiting tasks, #TalentTechnology frees up time for recruiters and hiring managers to devote attention to the human aspects of the job that will create high-quality interactions throughout the candidate journey. Technology solutions can for example tailor the feedback to rejected candidates and actually give them a response, as well as continuously engage with your talent pools. That’s high-touch candidate engagement.

As the "war for talent" becomes tougher, organisations will need to renegotiate their talent strategies form a low or medium touch model to a high touch model, which will improve quality, candidate experience, retention and encourage innovation (leading to cutting costs associated with Talent Acquisition). For relevant insights and strategies, you can download our eBook : Candidate Experience & Engagement